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I've spent my career helping leaders and organizations transform complexity into clarity.
Different organizations. Different industries. The same editorial principles.
Each case study follows the same path:
The challenge
What problem needed to be solved?
The result
What changed?
The approach
How did editorial thinking change the outcome?
Editorial insight
What broader principle emerged from the work?
Selected work
Case study
Aligning an entire startup around one message
01
Ando
Role: Director of Content Strategy
Ando wasn't simply launching a digital bank. It was introducing an entirely new category: sustainable banking. Success depended on aligning the organization around a single editorial vision before speaking to the market with one voice.
Case study
Building one editorial voice across an organization
02
MINDBODY
Role: Editorial & Brand Content Manager
MINDBODY had evolved beyond its roots as a B2B software company, but its communications hadn't kept pace. The organization needed a unified editorial voice capable of serving both business and consumer audiences.
Case study
03
Heddels
Growing without losing your voice
Role: Senior Editor
Heddels had established itself as the authoritative voice in heritage fashion and craftsmanship, but future growth depended on broadening its audience without sacrificing editorial credibility.
Case study
The Ride
04
Creating the feeling of discovery
Role: Creative Director & Head Writer
The Ride had invested heavily in technology and infrastructure, but the experience itself lacked surprise, spontaneity, and emotional payoff. Guests weren't looking for a bus tour. They wanted to experience the magic of New York.
Let's start a conversation.
